The Challenge:
With nearly two decades of leadership in reusable period care, DIVA had earned deep consumer trust, but now faced the opportunity to expand that trust into a new space: vulva skincare. The challenge was to introduce a brand-new product category under DIVA's name, one that required breaking stigma, shifting narratives, and claiming space in an intimate and historically overlooked part of the wellness conversation.

 

The Insight:
DIVA wasn’t just entering a new category. As a trusted brand in feminine care, DIVA was changing the conversation around vulvas. DIVA had the heritage and credibility to approach vulva skincare with both expertise and empathy, bridging the gap between self-care and sexual wellness in a way that felt modern, grounded, and empowering.

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The Idea:
Introduce DIVA’s Vulva Skincare Collection through a multi-faceted 360° campaign that combined education, intimacy, and cultural conversation. The goal was not just to sell a skincare routine, but to reframe vulva care as everyday care.

 

The Execution:
The campaign came to life through a 360 omnichannel strategy that included digital, retail, PR, influencer content, and immersive experiential events in New York, Toronto, Montreal, and Vancouver. The New York flagship event was hosted at Othership, one of the city’s most coveted wellness spaces, and featured a guided pelvic wellness class that combined science, ritual, and community.

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Key Results:

9.3M impressions during the first week, 215 media mentions, 1% follower growth around launch activities and the collection listed by major  US retailer after DTC launch.​

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My Role:

Senior Director of Marketing.

 

Myafter launch on e-com